What’s more, 22 per cent of consumers are more interested in trying pizza with unique toppings or ingredients now than they were two years ago.

Considering these findings, operators and their suppliers must stay innovative and keep exciting menu items in rotation while remaining authentic, the research firm said in a news release.

However, the meaning of “authenticity” varies by consumer: it could be anything from traditional pizza prep and ingredients to creating something entirely from scratch. Brands will have to be mindful of what their specific customers’ subjective view of authenticity means and adapt appropriately, the report suggests.

Other interesting findings for pizzeria operators:

22% of consumers overall and 27% of consumers ages 18 and 34 would eat pizza more often if there were healthier options available

31% of consumers would like more restaurants to offer seasonal toppings

44% of consumers order pizza to satisfy a craving

The company has released an infographic outlining customers’ feelings about the importance of a pizza’s elements:

1.Dough/crust quality2.Sauce quality3.Cheese quality4.Quality of toppings5.Quantity of toppings6.Variety of toppings

Technomic’s report compiles findings from more than 1,150 consumer responses, as well as menu and industry data from its Ignite database in order to help food-service operators and suppliers understand how consumer consumption, attitudes and preferences toward pizza are changing and to identify areas of opportunity.